By Tyler Martin
If you’re even remotely tuned into the fashion world, you’ve probably heard the term “quiet luxury” being thrown around quite frequently as of late. It’s a phrase that embodies this understated, refined approach to fashion. Among the brands that embody this notion of quiet luxury, one of the most prominent is The Row by Mary Kate and Ashley Olsen. So, you can imagine my surprise when I stumbled upon an article claiming that The Row – the crème de la crème of exclusive designer brands – is now available at Walmart? And to top it off, this is the same year people are claiming a newer bag style from The Row is “the new Birkin”? I’m intrigued.
According to Lauren Sherman, a writer for the news outlet Puck, “Turns out, the Olsens are actually just like us—or at least, like their fellow designers—because The Row is being sold through Walmart.com.” It’s a bit jarring, to say the least. You have to specifically search for “The Row fashion” to find it on the first page, but lo and behold, it’s there, complete with a shoulder bag priced at a measly $2,936.48.
My initial reaction was a mix of fascination and skepticism because 1) I love The Row, but 2) Can you really go to Walmart.com and buy a case of paper towels, a bag of candy, and a luxury handbag from The Row? That doesn’t seem right.
Comparing any bag to the Birkin is a big deal. The Hermès Birkin is legendary, surrounded by an aura of exclusivity. You can’t just walk into an Hermès store and casually request to purchase a bag off the shelf. No, you have to develop a relationship with a sales associate by buying shoes, home decor, and whatever else you can before they deem you worthy enough to own one of their coveted bags. It’s called the “Hermès bag game”. This approach is not necessarily a good thing, hence the recent lawsuit, but it undeniably adds to the allure and exclusivity of the Birkin bag.
It seems that many designer brands are following suit to maintain exclusivity. Take Chanel’s price increase, for example. Their Classic Flap bag saw yet another price hike of 6-8% in March 2024, with all Classic Flap bags now holding a price tag upwards of $10,000. And if these trends continue, we can expect these biannual price revisions to become a permanent recurrence.
Now, The Row has been a fixture in the fashion world since 2006, so it’s not exactly breaking news. However, their recent spotlight on the Margaux bag has gained significant attention. Celebrities known for their impeccable and effortless street style, such as Kendall Jenner and Jennifer Lawrence, have been spotted sporting the Margaux. Suddenly, publications like Business of Fashion are dubbing it the “new Birkin.” But can a brand that’s being sold on Walmart.com ever truly compete with the prestige of a label like Hermès? In my opinion, The Row still has a ways to go.
While I can agree that The Row brand itself remains highly exclusive, there’s no denying that they’ll need to do some damage control now that their products are available for purchase on Walmart’s online marketplace platform. Prior to this news, The Row maintained its aura of exclusivity by limiting its presence to just three in-person stores (located in New York, LA, and London) and very select department stores. I’m not trying to bash Walmart per se, but the juxtaposition of The Row’s high-end aesthetic with Walmart’s mass-market appeal definitely dilutes some of the brand’s allure. After all, part of the allure of The Row is the experience of visiting their impeccably curated, minimally decorated stores and investing in pieces that exude quality and that certain “je ne sais quoi.
Do you think a luxury brand selling bags will ever reach the status of Hermes or Chanel? Let me know your thoughts!
Cover Artwork by Staff Member Tessa Trivax
